How To Use Direct Mail Marketing and Websites As A Marketing Solution

Websites served a valuable function pre-2008. Most were set up as a beautiful and fancy on-line brochure. Now, the recession has changed how most people use the web and this has caused a major marketing paradigm shift.

Business websites now must go beyond the brochure stage and actual be a useful tool for web visitors. It is now time to make your website profitable, more meaningful and serve up a great website experience.

Most importantly your website must be found and it must have relevant information based on what your visitors are searching for. It only takes a visitor 3-10 seconds to determine if your website is relevant to their search. Companies need to be strategic and creative with every dollar and leverage the following three strategies. That is where direct mail marketing working in conjunction with a well designed website comes into play.

Building and designing a great website does not do any good if no one stops by to look. A company can develop an entire marketing strategy with email blasts, SEO, pay per click and social media marketing but one of the most directs ways to get the public to stop by is using direct mail marketing.

Have an online only sale to advertise? Send a postcard to a select group informing them to stop by and take a look. Offering closeout deals on certain products or services? Send a mini brochure to past and existing clients directing them to your website for more information.

Direct mail marketing will direct potential buyers to stop by, but don’t forget your website must have direction also.

1. Make it easy to help customers find exactly what they want on the first click. This involves analyzing exactly what your prospect is searching for and give them a page full of relevant information that help them fulfill their desire to learn more about your product.

This often means directing them to a dedicated campaign landing page rather than the homepage. A landing page can be a page on your web site or a specific page designed for just one purpose, but either way it must present relevant, compelling content, using information based on what your prospect is search for.

2. Create a Call-To-Action. Your Call-To-Action helps you achieve the most important function for you that you can hope from your web visitor: creating a conversion! A conversion can be just about anything from making a sale to getting your visitor’s personal information, so that you can continue marketing to them. Getting users to the right page is only half the battle, the next step is showing them what to do once they’re there.

3. Check your success. The previous two strategies won’t do you much good if you aren’t capturing conversion data to know which programs, campaigns and activities are getting you results. This is where web analytic programs come into play. While Google Analytics is free and incredibly comprehensive, there are a number of other places you can find analytics software. Using an analytics program is a necessity as it shows you how to cut the losers, keep pushing the winners and the best thing of all, allows you to test to see what really works.

If your company is looking to increase website attention and draw in more customers, think direct mail marketing. You’ll be glad you did.